Quality Function Deployment. ME 2110 Creative Decisions and Design

Transcription

1 Quality Function Deployment ME 2110 Creative Decisions and Design Thomas R. Kurfess, Ph.D., P.E. HUSCO/Ramirez Distinguished Chair in Fluid Power and Motion Control Woodruff School of Mechanical Engineering Georgia Institute of Technology Atlanta, Georgia USA

2 Quality Function Deployment (QFD) Questions to ask Where can I sell it? How can I sell it? Why will people buy it? Why is it important? 2 / 27

3 QFD History The article that started it all. Harvard Business Review Developed from a study in the Kobe shipyards 3 / 27

4 Quality Function Deployment (QFD) QFD is not a control strategy an approach to begin optimization for quality engineering QFD is a planning tool for translating customer needs into appropriate product development requirements that identifies the significant item on which to focus time, product improvement efforts and other resources QFD enables the identification of important issues and items the identification of trade-offs 4 / 27

5 QFD Can be an aid to achieving our goals of Quality Cost Timeliness QFD is customer driven product development 5 / 27

6 Change Comparison Changes = Money Earlier Changes = Less Money Spent Design Changes in Progress Good Company Time Bad Company -14 Months 90% Complete Production Start 6 / 27

7 Basic Business Transaction Customer Wants Needs Desires Supplier (products or services) Features Advantages Benefits 7 / 27

8 Marketing Mismatch Supplier must pull the levers of marketing adjust price increase sales commissions carry inventory advertise public relations Customer Supplier Customer Supplier QFD 8 / 27

9 Results of Being Customer Driven Total Quality Excellence Greater customer satisfaction Increased market share 9 / 27

10 The House of Quality Example: Part of a car door Blank row you do not have a how or what Blank column customer does not care 10 / 27

11 Crane Problem Understanding Form / 27 Engineering Requirements Strenght Testing Hoist Capacity Rotational Speed Energy Consumption Payload Hook Operations Interface Ease of Use Set-Up Time Break-Down Time Slope Angle Stability Payload Swing Control Customer Requirements (Explicit and Implicit) Safety Low Cost Reliability Energy Efficiency Attractive Appearance 11

12 House of Quality Revealed Relationship matrix qualitative Importance to customer Definition of What is Important Example: Appearance not important for engine not important for A-10 (Thunderbolt II / Warthog) 12 / 27

13 Correlation Matrix Correlation Strong - 9 Medium - 3 Weak - 1 Blank - No - 0 Not always intuitive Example: Japanese truck perceived better than US truck. Technically, this was not true, Why? The US truck was quieter had a slight delay was sturdier / stiffer 13 / 27

14 A Cup of Coffee What How Hot Taste Smell Stimulating Aesthetics cup brand name Color Cost Grounds Not poisonous (assumed) Serving temperature (Hot) Taste jury (Taste) Smell jury (Smell) Measure caffeine level (Stimulating) Jury (Aesthetics) Color standard (Color) Price (Cost) Filter & weigh (Grounds) Lethal Dose LD 50 (Not poisonous) 14 / 27

15 Cup of Coffee House of Quality 15 / 27

16 Cup of Coffee House of Quality (Filled) Matrix Weights Strong, = 9 Medium, = 3 Weak, = 1 The 181 from column 1 comes from: b gb g b gb g b gb g b gb g The sum of the Absolute Importance row is: The 0.27 in the first column of the Relative Importance row comes from: / 27

17 Grounds Quality Chart 17 / 27

18 Expectations are Important Standards are Set Change Examples Sun visor mirrors Cargo net Benchmarking is important Compare to your competition What if you have no competition? 18 / 27

19 Three Types of Quality/Features Basic Expected of assumed Typical of invisible products Functions of products Performance One dimensional Most market research Excitement Pleasant surprises or customer delights Unexpected 19 / 27

20 Analyzing and Diagnosing the Product Planning Matrix Blank rows Blank columns Look for Conflicts in the customer vs. technical (engineering) survey. Communication opportunities Sales Points. Incorporate competitors features Determining Planned Quality Resolve Negative Correlations Final Targets Correct What design requirements to be deployed to Phase II (Parts Deployment)? 20 / 27

21 Using the House of Quality What (Market / Need) How (Manufacture) Relationships Conflicts Customer Producer Competition 21 / 27

22 Back to the Car Door What (Market / Need) How (Manufacture) Relationships Conflicts Customer Producer Competition 22 / 27

23 4 Phases of QFD Product planning What will it do? What will it look like? Part deployment How will it do it? Process planning How will we make it? Production planning Develop details in how to make it. 23 / 27

24 4 Phases of QFD (Car Door Example) Product planning Close door easily Close fit Part deployment Weather strip Latch Process planning (W. Strip) Extrude Production planning Temperature Pressure Speed 24 / 27

25 Weather Strip Temperature Pressure Speed / 27

26 Steps in QFD What How How Much Relationship Matrix Correlation Matrix Competitive Analysis Analyze Deploy 26 / 27

27 Remember!!!!! QFD is a planning tool is one of many planning tools Charts are the means are not the ends 27 / 27